Mitigating overconsumption through mindfulness: the role of cashless payments in impulsive buying and sustainable consumer behaviour

Cashless payments are becoming increasingly common and potentially cause relevant overconsumption issues, a key concern in Sustainable Development Goal 12 (United Nations 2015). This study explores the impact of this phenomenon and proposes measures to address it. Insights from 498 e-commerce shoppers analysed in SEM reveals a positive relationship between cashless payments and impulsive buying (β = 0.23). However, mindfulness significantly reduces impulsive tendencies (β = –0.55) and moderates the influence of cashless payments on impulsive behaviour. These findings contribute to consumer behaviour literature by highlighting how mindfulness can curb impulsive buying, thereby promoting sustainable consumption. The research provides actionable insights for policymakers and marketers aiming to foster responsible consumer practices in the digital age, aligning with global sustainability efforts.